I learned this lesson working with a large infrastructure company going through a complete digital transformation. I arrived nine months after the first implementation and the senior project leads were frustrated. They had rolled out new systems, processes, and procedures but adoption was slow. When I asked what was driving the digital transformation, they launched into their usual explanation of management spiel: “This will make our teams more efficient. It will improve reporting. It will save time.”

I paused. Then I asked, “Okay, but why should Marie in Brazil care?”

Marie wasn’t a real person. She was an avatar I created to represent the people actually doing the work. The room went quiet. They repeated their efficiency answers. I pressed further: “Yes, but so what? Does Marie understand why this matters for her? What does she need to do differently?”

The penny dropped. They had designed a technically brilliant change but they hadn’t designed it for the people who had to make it work. They hadn’t thought about why it mattered to them, or how to help them succeed. In other words, they had overlooked the human side of change.

Here’s the hard truth for startup leaders: people aren’t simple, but they aren’t rocket science either. A + B doesn’t automatically equal C when it comes to human behaviour. Change fails not because it’s inherently complex, but because we forget to consider how people will respond; their thoughts, feelings, motivations, and even their fears.

And that’s where silence speaks and it is LOUD. When a team member doesn’t respond to a question, it isn’t always indifference. Often, it’s a signal, a question in itself. Maybe they’re unsure, overwhelmed, sceptical, or unconvinced. The challenge is whether leaders are willing to notice and interpret that silence. Are you listening for what people aren’t saying?

For well over two decades and in over 40 different organisations, I’ve seen the same patterns repeat. Leaders focus on systems, processes, or project milestones, assuming that once a change is launched, adoption will naturally follow. But the people doing the work, the ones who actually need to make the change real, are often left out of the conversation. Understanding them, their motivations, and their needs is what ultimately determines whether change succeeds.

This is especially relevant for startups. You may be launching a new product, pivoting your business model, or scaling rapidly. Every change requires people to do things differently, often in ways they may not fully understand at first. Asking the simple questions: 

1. Why does this matter?
2. How will this affect the people doing the work?
3. What will success look like for them?

Finding out the answers, can make the difference between failure and adoption.

Resilience is another critical piece of the puzzle. Change is constant. Startups live in a world of unpredictability, where crises and pivots are the norm. According to the McKinsey report The Resilience Imperative: Succeeding in Uncertain Times, resilience is “the ability to withstand unpredictable threat or change and then to emerge stronger.” In practice, this means that startups don’t just react to change, they anticipate it, adapt, and design processes and systems that evolve alongside the business.

But resilience isn’t about rigid structures or endless contingency plans. It’s about people. A resilient team is one that understands the change, sees its value, and knows what role they play in making it happen. Leaders build resilience by listening, observing, and responding, not by assuming that a plan alone will work.

Creating sustainable change also means designing for evolution. Business environments shift, customer needs evolve, and internal dynamics fluctuate. For change to endure, it must be able to adapt alongside the organisation. That’s why focusing on the human perspective:  the emotions, incentives, and motivations of the people involved is critical. It’s not enough to embed a process; the change must live and breathe with your team.

So, what does this mean in practice for startup leaders?

• Listen to silence! If someone isn’t responding, pay attention. There’s often more insight in what isn’t said than in what is
• Design change for people, not processes. Ask yourself why the change matters to the individuals doing the work, not just to the organisation
• Keep the human perspective front and centre. Make the change meaningful and actionable for those who must live it
• Build adaptive resilience. Prepare your team to respond to uncertainty by designing change that can evolve with your business
• Ask the hard questions early. Don’t wait until frustration sets in. Anticipate resistance, doubts, and concerns before they become blockers

Change in startups isn’t about rocket science. It’s about curiosity, empathy, and attention to the people who will make it happen. And often, the loudest messages about how change is working or failing come from silence. Leaders who notice, listen, and respond to that silence are the ones who turn complex challenges into real, sustainable transformation.

Because when it comes to leading change, silence isn’t empty. It’s loud and if you’re listening, it will tell you everything you need to know.

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.